What's going on under there?
- They have a mind set on understanding the bigger picture; working with strategic territories, insights and research to inform assured bolder design decisions. Strategic work helps to channel the client thinking and form a springboard to launch from.
- They're inquisitive, asking tough questions and looking at the answers from different points of view, which moves their thinking to openly see different possibilities, approaches and potential outcomes. Not simply what they personally see.
- They prioritise and then sequence their thoughts, using design to help the target audience focus on the core message.
- They keep things simple and succinct, separating the overarching idea from the tactical detail.
- They try different ways to present background thinking and creative ideas that relate to who they’re talking to.
- They listen and seek out constructive feedback, first making sure what they're working on is aligned to the brief and strategy but is also powerful, impactful, meaningful, and making a difference for clients and their audiences. Engaging hearts and minds, changing perceptions and driving actions. Side stepping personal fears and ego.
- They're openly team focused. Ultimately responsible for the solution's visual expression and how it behaves, but recognising that this only happens successfully when the whole team is focused on working hard for each other's success.
- They understand context, trends, business drivers, organised thinking, planning and have innate creative prowess.
Understanding the new
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Principled brand decisions
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